Public Relations At 360 Degrees

Melvin Yuan writes a lucid and interesting post on the changing nature of public relations, suggesting that "the PR manager/director must take the leadership reins in preparing the company to deal with '360 degree' landscape of digital influence."

He explains that if PR managers hope to earn a place at the board table they must equip themselves with an understanding of how every department has an intrinsic relationship with the public, and this understanding will enable PR managers "to forge relationships with the public that views the company, not through the windows of the CEO office or the communications department, but through every pore. Only then, can Influence be truly 360."

Melvin is correct the public relations function can help each department, especially customer service and product management, communicate through dialogue with their audience, and in the process enable companies to receive information from customers they need to prosper.